Oreo – Game Of Thrones
Project: OREO + Game of Thrones LTE
Agency: 360i
Channels: Broadcast, Digital + Social
Air Date: April 2019
Team: Menno Kluin, Piper Hickman, WeiWei Dong, Casey Espinoza, Eleni Georgeon, Anna Wehr, Alexis Budejen, Brian Gartside, James Lavery, Remy Raphael, Gabe Gold, Andrew Zinker, Meryl Swiatek, Trusha Bhatt, Kaitleen Lim, Liz Malleus
Strategy:
Oreo is a brand that is highly engaged with its consumers and pop culture. So naturally for the last season of HBO’s Game of Thrones, we had to take advantage of that moment. As such, we launched a limited edition Oreo Game of Thrones cookies, as a tribute to the final season of Game of Thrones. The cookies featured one of four unique embossments spotlighting the three houses still battling for the Iron Throne, and the enemy White Walkers beyond the wall.
The limited edition product came in beautiful, GoT-branded packaging, which was designed in-house. We collaborated with Elastic—the design studio behind the original Game of Thrones opening sequence—to create an all-Oreo version of the show’s iconic opening credits. The film showcases the houses still in play for the throne with an animated landscape built entirely out of 2750 animated original and OREO Game of Thrones cookies. Fans could pledge their loyalty to either House Stark, House Targaryen, House Lannister or The Night King by using the #GameofCookies and #ForTheThrone, or by visiting Oreo's website. Some fans were rewarded for their fealty with "special treats" throughout the season. Needless to say, it was a huge hit with fans and consumers alike. Not only did we create an incredible piece of content, but we drove millions of dollars in revenue for Mondelez, Inc.
Awards:
2020 One Show, Shortlist, Moving Image Craft
2019 Clio Entertainment:
Gold Winner, Television/Streaming: Consumer Products
Gold Winner, Television/Streaming: Partnerships and Collaboration
Silver Winner, Product/Service: Partnerships and Collaboration
Shortlist, Product/Service: Animation
2019 Comms Arts Advertising, Shortlist, Television Commercial
2019 Cannes Lions :Titanium Shortlist, #ForTheThrone
2019 Cannes Lions: Shortlist, Film/Micro Film
2019 APG Creative Strategy, Shortlist, Collaboration – Partnerships and Perspective
2019 ANA Reggie Awards Winner, National Consumer Brand Activation & Partnership Marketing
2019 Shots Awards, Shortlist, Best Use of Animation in a Commercial
Press:
Good Morning America, ABC News, Fox News, NY Daily News, Mercury News, USA Today, Fast Company, PopSugar, Rolling Stone, Esquire, Delish.com, Food & Wine, People, MSNBC, Mashable, Vox, Bustle.com, The Drum, AdAge, AdWeek, Money.com, Daily Hive, Highsnobiety.com, BizJournals
Oreo x Dunkin’ Donuts Freaky Tuesday
Project: Oreo x Dunkin’ Donuts' New Oreo Cookie Donuts
Agency: 360i x BBDO New York
Channels: Social
Air Date: October 2, 2018
Press:
Strategy:
Dunkin’ needed to break through on social to build buzz for their new Oreo flavors. Brand partnerships are nothing new, so Dunkin’ was looking for an innovative way to get their fans excited about their new Oreo flavors. We took a cue from the classic Freaky Friday movie plot and created the world’s first Twitter brand swap. Starting by inexplicably swapping the Dunkin’ and Oreo logos/branding on their Twitter pages. Then, Dunkin’ posted Oreo tweets and Oreo posted Dunkin’ tweets. Fans let us know that something was up, commenting on each post as the two feeds tweeted back and forth, trying to find the perfect product partnership to undo the glitch. Finally, they landed on the actual collaborations, revealing to the world Dunkin’s new Oreo donut and hot chocolate.
Awards:
2019 Cannes Lions Shortlist, Social & Influencer
2019 Art Directors Club: Interactive Single Twitter and Interactive Craft in Online/Mobile Content Strategy
2019 Webby Honoree: Best Use of Social Media
2019 One Show in 4 Categories: Integrated Co-Promotions, Innovation in Social Media, Social Engagement—Community Building, Social Post Campaign
2019 D&AD Shortlist: Digital Marketing Use of Social Media
2019 New York Festival Finalist, Best Use of Partnerships
Oreo – Left-handers
Project: New Oreo Cookie Package Made Exclusively for Left-handed People
Agency: 360i
Channels: Digital and Social
Air Date: August 13, 2018
Press:
USA Today, Campaign, AdAge, Yahoo, Bustle, MSN, CNet, MarketingLive, MuseByClio, EliteDaily, Inc, Trendhunter, The Die Line,
Strategy:
If you’re a “lefty” trying to open a package of Oreos, then you know it’s a challenge. That’s just one of the many things that are just a bit harder when you’re left-handed. So in honor of International Left-Handers Day, we wanted to celebrate our left-handed fans by creating something just for them. We created limited edition Left-Handed Oreo packages, which are easier for lefties to open as the flap opens on the right side, as opposed to the standard left side opening.
We put them up for sale at LeftHandedOreo.com and also sent a free package of cookies to all the residents of Left Hand, West Virginia (population: 390.
Our humorous video pokes fun of the travails of lefties, including right-handed scissors, notebooks and clashing elbows at the dinner table. Not only was this engaging for fans, but it became the first of many “content to commerce” opportunities for the brand.